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English Level 2Understanding the purpose of a textIntroductionAll texts are written for a reason – the writer will have an aim or purpose, for example toinform the reader or to persuade the reader. Often, texts have more than one purpose.Texts also have an intended audience – the people (or person) that the writer hopes willread the text.Identifying the purpose and audience of a text will help you to understand it better. Thisunderstanding of how texts work will also help you improve your writing skills.In this activity, you will consider the purpose and audience of a variety of texts.You will learn how to: recognise the purpose(s) of a text from its content (structure, vocabulary and style) andformatrecognise who a text is written for (its audience). Read the introduction and the ‘learn how to’ examples carefully before you try thepractice questions. Use a dictionary to check the meanings of any unfamiliar words. When you have finished, check your answers with the ones provided on pages 14–16. If you are not sure about your answers, check with your tutor.Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 20101
English Level 2Understanding the purpose of a textLearn how to recognise purposeTo work out the purpose of a text, you look at its: form and sourcecontent (sentence structure, style and vocabulary)format (the way a text is presented and structured).Form and sourceWhen you read a text the first thing you notice is its form. For example, is it a book, a leaflet,a web page?The source of a text (where it comes from) also gives you clues about purpose. Forexample, the purpose of a government leaflet is to inform whereas a leaflet from your localsupermarket will be trying to persuade you to buy products.To decide on the purpose of a text, think what the writer is trying to do. What is the aim ofthe text? Look at the table below to see some examples of common purposes of texts.Purpose persuadeThis text:wants you to do or think somethingExamples of form / sourceadverts, junk mail, editorials informtells you about somethingnewspaper article, governmentleaflet (e.g. swine flu) find outasks you to provide informationjob application form, survey entertainmakes you feel amused, relaxed orabsorbedshort story, poem, joke instructtells you what to dorecipes, fire evacuation notices explaintells you why something happens orhow something worksDIY book, e-mail response to aquestion describebuilds up a picture of something inyour headestate agent’s property details,bird spotter’s guide, travelguideFunctional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 20102
English Level 2Understanding the purpose of a textContentThe source and form (page 2) give you quick clues about the purpose of a text, but you willalso need to look closely at the language the writer uses. This means reading a text in detailand looking at the choice of vocabulary (words and phrases), style, and sentence structure.Look at the table to see just a few examples of how a writer might choose different languagefor different purposes.Contentused to:ExamplesShort direct sentences (a)often using the imperative (b,c). a. You must walk directly to the nearest exit.(from a fire evacuation notice)Longer sentences usingadjectives (d, e). Sentence structureinstructdescribeb. Take one tablet three times a day.(from a prescription)c. Stir in the tomatoes and herbs.(from a recipe)StylePrecise formal language witha business-like tone. Oftenfound in letters (f) and reports(g). Informal language with lots ofopinions (often expressed byusing adjectives). Often foundin advertising (h). Impersonal language (using‘it’ or ‘they’ rather than ‘I’, ‘you’or ‘we’) is often used in reports(g) and (i) explanations. informpersuadeexplaininformd. I loved the exotic fish restaurant situated ina cosy nook close to the busy harbour.(from a travel review)e. This typically orange or yellow mineral istransparent to translucent and forms aselongated, prismatic crystals.(from a ‘Guide to minerals’)f. I am returning the attached item as advisedin the return policy displayed at your eHammer online store.(from a formal letter’)g. Depreciation and amortisation increased by3.4% to 1.4 m in 2010. However, e-Hammeris pleased to report a 5.2% decrease in traderdisputes.(from a financial report)VocabularyBasic, easy to read vocabularyis found in many instructions(a) (b) especially those relatedto health or safety. instructTechnical vocabulary is foundin some descriptions (d),reports (g) and explanations(h). describeinformexplainh. An amazing 32 million pixels means you geta superior image quality. Get it quick!(from an internet auction web page)i. A dishwasher uses pressurised water topower its rotor spray arms. These must beallowed to rotate freely so it is important toload the racks correctly.(from a dishwasher manual)Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 20103
English Level 2Understanding the purpose of a textPractice 1Use the information tables on pages 2 and 3 to help you answer these questions.Choose the main purpose of these examples. Add them to the correct part of the table onpage 2. The first one has been done for you. travel guidedirections to a holiday cottagegardening bookhoroscope online auction web pagefeedback form on online auction pagebarbecue safety leafletletter from a charityPractice 2Use the content of each text to help you decide the purpose of each text and where itmight have come from.Text AIf you have the incorrect goods or a faulty or damaged item, please email us atsnapshotsales@ehammer.co.uk and explain your problem. We will respond within 1 fullworking day.On condition that the product is within its warranty period, we will arrange, at ourexpense, the return of the product to us.This text is fromIts purpose is toText BUnwrap your camera and check that you have all the accessories (see page 5). Attachthe strap to the camera and use it at all times to avoid dropping the camera in use.Charge the batteries for 5 hours before first use. Remove the battery cover and insertthe lithium batteries as shown in diagram A. Next insert the memory stick as in diagramThis text is fromIts purpose is toText CThe camera has been inspected and restored to working order by an approvedprofessional vendor. It has been cleaned and/or repaired to meet the originalmanufacturer’s specifications. Features of model 5679XC include x4 zoom facility, 8cmdisplay area, lithium rechargeable batteries, audio and video recording.This text is fromIts purpose is toFunctional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 20104
English Level 2Understanding the purpose of a textFormatThe format of a text means the way it is structured and laid out (e.g. headings, title, bullets,paragraphs, bold print, fancy fonts, illustrations, diagrams, and captions).A writer will choose both language and format to achieve the purpose of a text. For example,an information text could include technical vocabulary and use section headings; aninstruction text will use imperatives and may have bullet points and/or diagrams.Look at Text D. The writer wants the reader to do something. Its purpose is to influence orpersuade the reader to buy a camera. Read the text and think about how the writer useslanguage to persuade.Text DWe supply the best brands at the lowest prices! We have received 99.9% positivefeedback from our customers. Next day delivery offered on all items.For a limited period we are offering the maxi-pixel 5679XC camera at a special lowprice of just 55. An amazing 32 million pixels means you get a superior image qualityand don’t lose a single detail.Order now and get your maxi-pixel camera tomorrow.Examples of persuasive language used by the writer. Adjectives such as best brands and lowest prices make readers think they are getting abargain.The fast delivery service is mentioned twice (‘next day delivery’ and ‘get your cameratomorrow’). This makes the reader think that they could be using the camera the nextday.Phrases such as ‘You get a superior. . .’ and ‘get your maxi-pixel’ make the reader thinkthat the writer is speaking to them directly. This makes the text more personal and helpsto persuade the reader to buy the product.Practice 3Use Text D to help you answer these questions.a. Find at least two more examples where the writer uses adjectives to persuade thereader.b. Explain in your own words why the writer uses the phrase ‘For a limited period’.c. Comment on other words, numbers or punctuation that the writer uses persuasively.Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 20105
English Level 2Understanding the purpose of a textNow look at Text E. This is an enhanced version of Text D. Text E shows how the writerchooses language and format to persuade. The formatting and layout uses many features tocatch the reader’s attention.Text EPractice 4Use Text E to help you answer these questions.a. List four formatting or layout features the writer uses in the text.b. Explain in your own words how these help the text achieve its purpose.Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 20106
English Level 2Understanding the purpose of a textTexts with more than one purposeOften a text will have more than one purpose – to identify this you will need to read the textin detail. Look at Text F.Text FI am returning the attached item as advised in the returnpolicy displayed on your e-Hammer online store.I purchased the maxi-pixel camera (model no. 5679XC) onMay 4th 2011 from your e-Hammer online Snappy-Salesstore. Despite following the set-up instructions I am afraidthat the camera does not function correctly and losescharge after taking only three or four photographs.I have purchased items from you before and have neverhad any problems with your products which I always foundto be of good quality and excellent value for money.I would be grateful if you would send me a replacementcamera and refund my postage of 6.45.When you first read Text F, you will probably decide that its main purpose is to inform. Thetext is part of a formal letter written to accompany a returned item. The writer is informingan online camera store that he or she is returning a faulty item.However, when you read the text closely you find that the writer is also using persuasion.By remaining positive about the company rather than simply listing complaints, the writerrealises that he or she stands a better chance of receiving a replacement camera.Notice also the style of the letter. The letter is written in a formal but friendly style. Althoughthe author compliments the company on their previous good service, the letter finishes on afirm note with the writer making it clear that they expect a replacement. The overall tone ofthe text is friendly but firm.Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 20107
English Level 2Understanding the purpose of a textTexts with more than one purpose (continued)Texts with a hidden purposeA text might also have a ‘hidden purpose’ that is different from its apparent purpose. Forexample, junk mail that appears to inform readers that they have won a prize might really bepersuading the reader to do something such as phone a high tariff phone number. This iswhy it is important to think about whether you know or trust who the text has come from.Read Text G carefully. Think about its form and source before answering the practicequestions.Text GFrom: Royal Bank of Wales [RBW@onlinestatement.rbw.co.uk]Subject: Important Notice: view your November account ---The UK’s best bankDear valued Bank Wales CustomerYour latest RBW Bank Credit Card statement is now available for your online viewing.Simply log onto your Personal Internet Banking page (link below), select your credit card andthen go to 'view/download statements'. The statements will be in PDF format and you will beable to view, downlaod, save or print them as you requiring.Proceed to RBW onlinePlease note that the minimum payment must reach us by the payment due date. These detailswill be shown on your online Credit Card statement.This email refers to your credit card account endings 3970: You will be asked to input furtherdetails when you follow our secure link above.Best regardsLlewellyn PittHead of Customer CommunicationsRBW Bank plcFunctional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 20108
English Level 2Understanding the purpose of a textPractice 5Use Text G to help you answer these questions.a. Look at the text quickly. What is its most obvious purpose? Give reasons for youranswer.b. The source of this text is a bank. True or false? Explain your answer.c. The writer has tried to hide the real purpose of the text. What is the real purpose? Howdo you know?Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 20109
English Level 2Understanding the purpose of a textLearn how to identify the intended audience of a textGood writers have a specific audience in mind when they write a text.Texts such as a newspaper article or a TV guide have a wide audience, normally describedas ‘the general public’. Other texts are written for specific groups such as children or peoplewith special interests and hobbies. Some texts, such as an informal letter or a note, arewritten for just one or two readers.To work out the audience look at the way a text is written. Think about: the vocabulary and sentence length – both can give you clues to the age and skills ofthe audience; they also give you clues about the specialist knowledge of the reader.how the writer addresses the reader – again the language, grammar and sentencestructure will often give clues to the relationship between the writer and the reader andhow well they know each other; for example, does the text address you directly, or is itwritten in impersonal or more formal language. (Check the table on page 3 forexamples.)You can often work out the audience just by reading the title or main headings of a text. Theformat of a text also gives you clues – for example pictures and large clear font in achildren’s story book. Sometimes you will need to read a text in detail in order to work outthe audience.Look at these examples.2010/2011 The Phone Book. OxfordYOU AND YOUR ADOLESCENTAudience: the general public (anyonethat needs to look up a phone number)Audience: parents (of teenage children)Exclusively for our card holders. 20% offLong ago a farmer had a goose calledEsmeralda. One morning the goose laida golden egg.event. Wed July 21st 9am – 9pm. Yourvoucher is inside. The Clothes StoreAudience: adult shoppers who have astore credit cardAudience: childrenFunctional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 201010
English Level 2Understanding the purpose of a textPractice 6Read the information on page 10 before you answer these questions.a. Look back at texts A, B and C on page 4. Who is the intended audience of each text?ABCb. Complete the information in the blank parts of the table below. In the last three rows,write one or two sentences of your own for the given audience.Sample textIntended audience(i)Apples, dinner for tonightCollect my new glassesTake back library booksPetrol(ii)Change to no. 10 needles. Decrease 1 stitch at the end ofthe next 3 rows.(iii)Cheesy baked faces are easy to make, but ask an adultbefore you use the oven.Football fans(iv)New mothers(v)Jobseekers(vi)Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 201011
English Level 2Understanding the purpose of a textCheck your skillsWarning signs Beware of hype and extravagant promises. If it sounds too good to be true, itprobably is. You are contacted out of the blue. You may get a phone call, e-mail or letter fromsomeone you've never heard of. You have to make a quick decision. Scammers don’t like to give you time to think.They will try to pressure you into making a decision by saying things like ‘If youdon’t act now, you’ll miss out.’ You have to give away bank account details. Trustworthy firms will never contactyou to ask for this information.(Adapted from www.consumerdirect.gov.uk/watch out)1.2.3.4.This text is part of a longer text that is available in two different formats.These are most likely to be:a.a leaflet and a poster.b.a web page and newsletter.c.a letter and a web page.d.a web page and a leaflet.The source of this text is:a.unknown.b.an official web site.c.not to be trusted.d.a blog.The main purpose of this text is:a.to explain.b.to inform.c.to describe.d.to instruct.The audience of this text is most likely to be:a.government employees.b.online sellers.c.internet users with online banking.d.the general public.Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 201012
English Level 2Understanding the purpose of a text5.6.Adjectives are used in this text to:a.describe technical items.b.to persuade you to visit the consumer direct web site.c.to clarify meaning.d.to make the text more enjoyable to read.The content and style of this text can best be described as:a.formal.b.direct and l Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 201013
English Level 2Understanding the purpose of a textAnswersMany of these are suggested answers. You might have written something different or had anidea that is also correct. Talk to your tutor if you are confused.Practice 1 (page 4)Purpose persuadeThis text:Examples of form / sourcewants you to do or thinksomethingadverts, junk mail, editorials, onlineauction web page, letter from acharity informtells you about somethingnewspaper article, government leaflet (e.g.swine flu), barbecue safety leaflet find outasks you to provideinformationjob application form, survey, feedback entertainmakes you feel amused,relaxed or absorbedshort story, poem, joke, horoscope instructtells you to what to dorecipes, fire evacuation notices, explaintells you why somethinghappens or how somethingworksDIY book, e-mail response to a question, describebuilds up a picture ofsomething in your headestate agent’s property details, bird spotter’sguide, travel guideformdirections to holiday cottagegardening bookPractice 2 (page 4)Text A is an extract from the ‘Returns Policy’ of an online seller. Its purpose is to inform thereader how to return a faulty or damaged product.Text B is from a camera instruction manual. Its purpose is to tell or instruct the reader howto use the camera.Text C is an extract from the product specifications section of an online camera store. It isdescribing the condition and the technical specifications of a camera.Practice 3 (page 5)These are sample answers – your answers may be different and still be correct. Talk to yourtutor if you need help. (The adjectives are underlined.).a. amazing 32 million pixels; superior image quality; special low priceb. This makes the reader want to buy the camera immediately before the price goes up.Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 201014
English Level 2Understanding the purpose of a textc. 99.9% makes it sound as if many customers have been pleased with the product (even ifthere have really only been a few customers).The exclamation mark grabs the reader’sattention and makes them believe they would be getting a bargain.Practice 4 (page 6)These are sample answers only – there may be more formatting features.a. Block capitals, yellow highlighting/background, different fonts, camera image, logo, boldfont, links to see other related items, tabs at top of page to go to help or paymentsdetails.b. The bold font draws the reader’s attention to particularly persuasive language. Thepicture is important – it’s very unlikely that anyone would buy an item without seeingwhat it looks like first. The tabs with extra information mean there is not too muchinformation/clutter on a single page and that all the technical and payment information ishidden on first view, so the reader is hooked in first by the format.Practice 5 (page 9) (Sample answers)a. When you first look at the text you think it is an e-mail from a bank informing you aboutyour latest credit card statement. Most of the e-mail is written in formal language and thismakes you believe that it has come from your bank. It is set out quite clearly andprofessionally, using paragraphs and sensible everyday fonts – again making youbelieve it is from a bank.b. The source of this text is a bank.i)False. It is not from a bank but from someone purporting (pretending) to be a bank.ii) When you read the e-mail closely, you realise that it is not from a bank at all but a fakeorganisation using a similar name to a well-known UK bank. A bank is unlikely toaddress customers as ‘Dear valued Bank Wales customer’; they would know your namesince you bank with them. Plus the name of the bank in the address is different to thename in the email heading. You might, if you have online banking, also notice that the email address is unfamiliar and not the same as any previous genuine e-mails you havereceived from your bank or credit card company. This type of text is known as a scam.c. The writer has tried to hide the real purpose of the text.(i) The real purpose of the text is to persuade you to follow a web link and then input yourcredit card details allowing the sender to use this information fraudulently.Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 201015
English Level 2Understanding the purpose of a text(ii) There are several clues, such as:The tone isn’t quite right – the way it is ‘signed’ by a Llewellyn Pitt is a little too familiarfor a genuine bank e-mail, and the Welsh name ‘Llewellyn’ seems rather too much of acoincidence for a Welsh bank.The instructions to follow the link are quite forceful: ‘Proceed’ to RBW online. You wouldexpect a real bank to use a more formal and less forceful tone.The ‘You will asked to input further details when you follow our secure link above’sounds suspicious.There are also spelling and grammar errors that are very unlikely to be present in a realbank communication. For example ‘downlaod’ instead of ‘download’ and incorrect andstrange phrases such as ‘as you requiring’ and ‘available for your online viewing’.The subject line also suggests that it is really important that you read your statementonline – again attempting to persuade you to follow the link.Overall, when you read the text carefully you realise that your real bank has never contactedyou in this way before – this e-mail is what is know as a scam.Practice 6 (page 11)a. Text A: online shoppers, Text B: owner of a new camera, Text C: a shopper (thinking ofbuying a camera)b.(i) Only the writer of the shopping list(ii) knitters(iii) older children(iv) – (vi) check with your tutor. Here are a few ideas:(iv) Don’t miss any home games this season. Buy your season ticket now.(v) Do not resume strenuous exercise until 6 weeks after birth. Speak to your health visitorabout suitable gentle exercises.(vi) Benefits available for people actively looking for work.Check your skills (page 12)1. d. a web page and a leaflet.2. b. an official web site.3. b. to inform.4. d. the general public.5. c. to clarify meaning.6. b. direct and informative.Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed)Skills for Life Rt/L2.2 (Identify the purpose of a text and infer meaning that is not explicit)copyright Tribal Education Ltd 201016
Understanding the purpose of a text Functional Skills Level 2 (Identify the purposes of text and comment on how meaning is conveyed) . DIY book, e-mail response to a question describe builds up a picture of something in your head estate agent's property details, bird spotter's guide, travel
